Corporate Insight has announced the winners of its sixth annual Life Insurance Monitor Awards. The gold medal winners are highlighted for excelling in categories such as public site homepages, educational materials, mobile capabilities, client account information, advisor materials, and publicly accessible advisor information. State Farm, Prudential, USAA, Brighthouse, John Hancock, and AXA all received gold medals for providing valuable features and setting a high standard in their respective categories. Corporate Insight benchmarks the insurance industry and aims to identify best practices with these awards.

1. Life Insurance Monitor
2017 Gold Medal Winners

2. Corporate Insight provides competitive intelligence, consulting and user experience research to the nation's leading
financial, health and education institutions. For more than two decades, the firm has tracked technological
developments in the end-user online experience, identifying best practices in online financial services and investing,
mobile finance, social media and other emerging areas. Corporate Insight offers subscription-based Monitor services
in 15 verticals, including banking, healthcare and alumni relations, along with custom research, digital capabilities
audits, special studies, user research and other consulting services. The firm helps its clients—including 70% of the
financial services firms in the Fortune 500—to remain at the forefront of industry trends and improve their
competitive position.
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3. Corporate Insight is pleased to introduce the results of our sixth annual Life Insurance Monitor Awards. We
benchmark the life insurance industry across six critical categories in which we award gold, silver and bronze medals.
As in past years, the gold medal is reserved for exceptionally valuable services. We award the silver medal for
features with similar value that lack some of the outstanding attributes and functions of the best offerings. The
bronze medal recognizes firms with a strong or unique service that do not meet the highest standards in the
category. In this slide deck, we highlight the gold medal winners across all categories. These medals reveal where the
insurance industry is succeeding in the development of digital features.
Our analysis focuses only on specific attributes and does not attempt to rate the overall quality of the sites or apps
that we review. Excellence in select areas may earn firms some distinction in this report, but readers should keep in
mind that medals are awarded for highly focused, individual categories and are not intended as general
endorsements.
Life Insurance Monitor Awards
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4. Category Overview
Promote Your Firm’s 2017 Monitor Awards!
Corporate Insight is happy to assist all award-winning firms in promoting their honors. For more information and
for examples of past promotions, contact us at pr@corporateinsight.com.
Public Site Homepages
and Navigation
Public Educational
Materials
Client Mobile Capabilities
Client Account Information
Advisor Sales and Marketing
Materials
Publicly Accessible Advisor
Information

5. Medal Chart
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6. After taking a break from this category last year, we return to it here to recognize substantial industry changes. Since
we last reviewed this category in the 2015 Life Insurance Monitor Awards Report, a majority of firms have revamped or
updated their homepages or navigation, with five firms implementing a complete site revamp in the last year alone. It
is impossible to overstate the importance that public site homepages and navigation menus hold when it comes to
providing an attractive, informative and effective site. Firms should offer well-organized public homepages that offer
seamless access to pertinent life insurance content, educational information and site features.
Public Site Homepages and Navigation
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State Farm revamped its responsive homepage in
November 2017, organizing content based on
prospects’ life stage and needs, which raised the
homepage to the gold standard in our coverage group.
The page features a noteworthy four-tabbed tile that
allows prospects to initiate a quote; make a payment;
file, track or manage a claim; and find an agent.

7. Life Insurance Monitor last included Public Site Educational Materials as a category in our 2013 Monitor Awards
report. Although the category returns in name this year, we revamped the criteria to examine the breadth of
resources beyond core offerings. This year, we strive to grade firms’ educational offerings beyond traditional features
like a quote tool or a needs calculator, which we see as fundamental resources all life insurance firms should provide.
Instead, we focus on supplementary interactive tools, such as product selector guides, comparison charts and
multimedia resources. Finally, we consider how firms organize and present their educational resources, whether
through a life events section, in a dedicated educational section or integrated within life insurance product details.
Public Educational Materials
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Prudential achieves the gold medal in this category due to
its stellar multimedia resources, informative educational
articles and detailed product comparison chart. Prudential
outperforms the rest of the coverage group across every
attribute we examine, earning its first career gold medal in
this category.

8. Due to the proliferation of mobile services across financial verticals, Life Insurance Monitor introduced Client Mobile
Capabilities as a category in our annual awards report last year. For this year’s report, we take on the persona of a
client who is looking to view her account, change profile information and see what other transactions she can view
on a mobile device. Firms can provide this information through a mobile-friendly site, fully responsive site or mobile
app.
Client Mobile Capabilities
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USAA earns its second consecutive gold medal in this category due to its comprehensive
mobile app and stellar dedicated mobile site. The firm particularly stands out for its
advanced security features and help resources. Clients can choose from multiple app
login options, including facial recognition, voice recognition, fingerprint recognition or
PIN.

9. Account information is a central feature of life insurance private sites, and well-crafted account details pages ensure
that clients can access and understand their policies without wasting time and resources contacting the firm. At a
minimum, firms should list policy values, owner contact information and beneficiary names. Premium information,
transaction histories and fee details are key for clients who wish to understand their expenses, and filters make
transaction histories more useful than static tables. Because some clients may be unfamiliar with the intricacies of life
insurance policies, pages should also include help features, such as definitions, and list financial representative
contact information in case clients have further questions. For this award, we move away from the focus on
transaction capabilities present in our April 2017 Assessing Client Account Information report. Instead, we assess the
depth of information available, including transaction history, and the help and organizational features provided.
Client Account Information
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Brighthouse earns a gold medal for its
colorful and comprehensive account details
page, providing the same quality of
information that earned MetLife four gold
medals in this category before the
Brighthouse spinoff this summer.

10. Compelling sales and marketing materials are a pivotal part of the sales process, clarifying the benefits of life
insurance ownership and helping advisors match products to clients’ needs. Due to the range of resources available
outside of dedicated literature order systems, this year we expand the category to consider the full scope of materials
provided throughout advisor sites. Firms should supplement basic product brochures with rider information,
comparisons to other products and FAQs to provide a full picture of product details. Marketing materials should offer
flexibility by addressing a wide range of topics—including business planning, long-term care and tax efficiency—and
a wide range of audiences, such as blended families or new parents.
Advisor Sales and Marketing Materials
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John Hancock receives the gold medal in this
category due to its superb organization and
comprehensive content. The firm provides a wealth of
resources, surpassing the product-specific guides and
brochures offered by most firms by also offering
sample contracts, dedicated investment documents,
presentations, benefit flyers and comparisons to
competitors.

11. In recognition of an increasing amount of publicly accessible advisor-focused information, we introduce a new
category this year that highlights the most detailed advisor information available without logging in. While public
information typically targets prospects, the past few years have seen a marked increase in the amount of advisor-
oriented information available pre-login. More than half (53%) of firms in our coverage group now provide at least
some advisor-focused materials publicly, expanding their audiences and reducing barriers for advisors who may wish
to avoid the hassle of logging in to access a single resource. Firms may have legal and proprietary reasons for
keeping information behind a login, so this award does not criticize those that do not offer public material to
advisors. Instead, we grade available material as a measure of how the industry currently approaches this topic. From
the point of view of an advisor who does not have access to post-login material, we focus primarily on the depth of
product information available, including the variety of guides and brochures, and then consider available tools and
the range of sales and marketing materials provided.
Publicly Accessible Advisor Information
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AXA’s Selling Life Insurance site provides comprehensive product details,
features noteworthy educational resources and includes a valuable sales
concept tool, earning the firm a gold medal. In a notable departure from
traditional organization by product type, the homepage and navigation menu
instead organize products by client goals, such as accumulation or wealth
transfer.

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Senior Research Associate
Life Insurance Monitor
646-929-5155
jsuter@corporateinsight.com
Justin Suter
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